Pedigree Uses Bus Shelter Ads to Create Urban Dog-Walking Trails

By Andy Howard / Useful Thinking / November 2013

To encourage dog owners to give their pets the recommended 30-minute daily walk, Pedigree used bus shelters in Belgium to guide dog owners on city walks. Each walk was arranged in a loop covering about 2 kilometers scattered through neighbourhoods in Brussels and Ghent. Pedigree’s manifesto says ‘We’re for dogs’, which is powerfully and usefully expressed via this outdoor advertising campaign.